Pieter Kroese, FlorAccess:

Supporting buyers in selecting the right product

FlorAccess helps buyers to find out which products are available where and when. Growers can list their products on the website FlorAccess.com and advertise them to buyers in the industry. The information is translated into 16 languages and optimised for search engines like Google, in order to be found easily.

Pieter Kroese

Buyers search the internet for new products and suppliers
Pieter Kroese is co-founder of FlorAccess and talks about the ins and outs. “The shift to online business has been going on for years now: FloraHolland sees a decreasing part of their trade being handled by the auction clock and it is increasingly focusing on online solutions. The Strategy 2020 includes topics such as digital auctioning and an online market place. An auction connects buyers and suppliers. FlorAccess also does that, however we do not process the transaction. FlorAccess converts search traffic into new orders. It is easy to participate, low maintenance, and up to date. The grower provides information and we make sure buyers can find it.”
The growers listed on FlorAccess today represent 14 countries, and of course this has to be expanded. “As FlorAccess grows, the information will be increasingly tailored to the various categories of buyers. We are already in the process of developing that.”
“FlorAccess will host 1,000 growers by the end of this year”
In order to reach its goal of becoming an online market place giving access to a representative part of the industry’s assortment, FlorAccess will need to grow. There is no lack of ambition. Kroese: “We started with the idea in 2011, during 2013 FlorAccess.com went live and since last summer we have ramped up our acquisition. Our growth is currently accelerating and we expect to reach 1,000 growers by the end of this year. I do not expect to host all the world’s growers in a few years’ time, however we do expect to have a leading market position by then.

When asked if FlorAccess works, or whether it is useful to list one’s products on FlorAccess, Kroese is quite adamant. “Feedback from growers tells us that our platform generates a substantial number of inquiries. About 85% of the inquiries come from outside the Netherlands.”

Growers need to play an active role in the promotion of their products
In order to really make FlorAccess work for him, a grower will need to give time and attention to his online profile. “Provide concise and relevant information, such as product properties, availability and good quality pictures. This is probably the best advice I can give to any grower. Growers are typically focused on producing a beautiful product. This is the natural tendency, however the promotion of this product is equally important. Therefore I strongly advise growers to pay attention to online promotion and bringing your product to the attention of buyers. FlorAccess helps you do this.”

For more information:
FlorAccess B.V.
Pieter Kroese
Padualaan 8
3584 CH Utrecht
M: + 31 6 39 22 68 69
E: pieter.kroese@floraccess.com

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